Our Story

Bloom is an Australian beauty brand founded by Natalie Bloom in 1993. Bloom products use quality botanical ingredients and have a commitment to product integrity.

From a background in graphic design and a love of natural ingredients Bloom grew organically into a business.

“When I started out at 22 years of age, I didn’t have a long-term strategy,” explains Natalie. “I simply created quality products that I was passionate about and that had a strong design sensibility.”

Bloom earned cult status worldwide, during a time when new generation beauty brands were shaking up an industry long dominated by old established brands.

“It was an exciting time, my 20’s were an intense period of learning and opportunity. I still pinch myself thinking of all the incredible experiences I had, in every corner of the world. Bloom was sold in high end department stores in the US, UK, all over Asia and of course Australia and NZ".

In 2012, after nearly two decades in business, four children and countless global adventures, Natalie made the bold decision to step back from traditional retail. "The retail landscape was changing and I wanted to protect the soul of the brand".

A new mother-daughter era!

Natalie's daughters, Chloe and Amber, have joined the brand, bringing fresh creativity and a modern voice to the brand, while staying true to Bloom's heritage. 

❤️ Chloe, with her interior-design and conceptual storytelling background, brings a design-driven eye to brand direction and product experience.

❤️ Amber, a graphic designer and digital creative, leads the evolution of Bloom’s visual identity and social presence.

"Together, as a trio, we are re-igniting Bloom for a new generation that celebrates the nostalgia of the brand".